The primary tools for customer journey mapping are analog: whiteboards, butcher paper, post-it notes and markers are sufficient. The problem with these tools is that it is difficult to evolve the map that is created. For a customer journey map to grow with the organization it is necessary to transfer it to a digital medium so it can be built on over time. Unfortunately, there are not many purpose built solutions for moving your map beyond pen and paper.

In 2016 context relevance will be most important factor driving customer satisfaction and loyalty. Marketing is currently leading the charge on contextual relevance but customer demand for contextual relevance extends beyond the presentation of offers.

Digital is a tremendous advantage for companies that understand their customers behavior and apply technologies that make interactions more effective and enjoyable within the context of the overall customer journey. 

But digital is not a shortcut to great experiences.

Marketing and sales must evolve to become services that deliver value independent of a purchase. They must make the customer better at who they are attempting to be and what they are want to accomplish. Shifting to service based sales and marketing requires a disciplined program of customer research, journey analysis and insight development.

Recent studies by The Economist and Forrester found that great customer experience drives revenue, builds customer loyalty and creates meaningful differentiation. One powerful tool for understanding your customers experience and identifying areas needing improvement is the customer journey map.

Two men were born in 1948. Both were were raised in Great Britain. Both are married, have two kids, love dogs and are wealthy. And both are princes.

On the surface these men would appear to be quite similar. But engagement designed for one would probably fail for the other. One of these men is Charles, Prince of Wales. The other is Ozzy Osbourne, also known as the Prince of Darkness.